Principles of Pricing
An Analytical Approach

This book provides an analytic basis for making pricing decisions.

Rakesh V. Vohra (Author), Lakshman Krishnamurthi (Author)

9781107010659, Cambridge University Press

Hardback, published 5 March 2012

262 pages, 24 b/w illus. 55 tables
23.1 x 15.7 x 2.3 cm, 0.52 kg

'With the advent of the Internet, auctions have become a very important aspect of pricing strategy. That's why I enjoyed reading the excellent chapter on auctions in this impressive book.' Subrata K. Sen, Yale School of Management

Pricing drives three of the most important elements of firm success: revenue and profits, customer behavior and firm image. This book provides an introduction to the basic principles for thinking clearly about pricing. Unlike other marketing books on pricing, the authors use a more analytic approach and relate ideas to the basic principles of microeconomics. Rakesh Vohra and Lakshman Krishnamurthi also cover three areas in greater depth and provide more insight than may be gleaned from existing books: 1) the use of auctions, 2) price discrimination and 3) pricing in a competitive environment.

1. Introduction
2. Buyer behavior
3. Estimating price response
4. Uniform posted price
5. Auctions
6. Price discrimination
7. Pricing and competition
8. Bringing it all together
9. Appendix on game theory.

Subject Areas: Knowledge management [KJMV3], Economic statistics [KCHS], Econometrics [KCH], Economic theory & philosophy [KCA], Social research & statistics [JHBC], Research methods: general [GPS]